Female Spectator Satisfaction and Perceived Service Quality on University Sporting Grounds

Abstract

The main aim of this study was to investigate the quality of service experienced by female spectators at a sporting event as well as well as to establish if there is a relationship between a core sport product and the product servicescape in conjunction to female spectator satisfaction. The study also investigated the perceived value that female spectators receive from the total sport product which forms an integral part of the total market offering to spectators. It is important to establish this relationship as it will have an impact on future attendance of these type of events. In order to achieve the objectives of the study a survey was distributed to female spectators who watched soccer and basketball games on the grounds of a particular university. The respondents were exposed to the services, staff and activities in and around the stadium before, during and after the matches to ascertain total female satisfaction of the sporting event.

Keywords: Sport service quality, satisfaction, female spectators

Gender & Behaviour, 10(2), December 2012